B2B marketers are so used to talking about their products that they forget about what makes them unique to specific markets. You've got to get your marketing content refined down to nuances to attract prospects who will become buyers. Because, unless you do this, you sound like every other vendor selling the same product or solution that you sell. Seriously. Think about it. Do you want to do battle based on feeds and speeds? Companies can spin numbers to say the same things—or better—than you do. Numbers, usually used without enough context for clarity, are funny that way. So what is it?

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CONNECT THE DOCS

DECEMBER 17, 2009

[2009, Differentiation] ClickInsights: What was your "Aha" moment in 2009? - Part 2

have invited our Panel of B2B Marketing Experts to reflect on 2009 and answer the following question: What was your aha moment in 2009 ? B2B Lead Generation Benchmark Study 2009. She identifies and transforms differentiation - customers crown jewels - into compelling, customer-centric value that sells. What was your "Aha" moment in 2009? Blogs. Books.

Blogger: Blogging is the Differentiator Some people may have written off blogging and I admit that I have a love/hate relationship with it but in 2009 I’m definitely seeing it as even more important social media tool. I get a few blank stares at times when I talk about social media technologies with friends and colleagues but I’m starting to win people over day by day. Beautiful day!

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SAVVY B2B MARKETING

SEPTEMBER 16, 2009

[2009, Differentiation] How to Make Your B2B Website More Buyer-Centric

And, how do you know the people who are evaluating your solution are really choosing your competitive differentiators you think are most important? Recently, I've been spending a lot of time evaluating and writing web copy for clients. Not only have I discovered that I really love this type of work, but I am also seeing common trends of what websites do well and where they could do better.

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SAVVY B2B MARKETING

JULY 23, 2009

[2009, Differentiation] Ebooks and White Papers: A Complementary Pair

And, according to the 2009 TechTarget Media Consumption Report , white papers and ebooks are also both popular in the awareness and consideration phases of the buying cycle. I have been thinking a lot about ebooks lately. Stephanie recently posted a fantastic interview with Cindy Kim that discussed how Lumension added ebooks to their marketing mix , and this started my gears turning.

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SAVVY B2B MARKETING

JULY 23, 2009

[2009, Differentiation] Ebooks and White Papers: A Complementary Pair

And, according to the 2009 TechTarget Media Consumption Report , white papers and ebooks are also both popular in the awareness and consideration phases of the buying cycle. I have been thinking a lot about ebooks lately. Stephanie recently posted a fantastic interview with Cindy Kim that discussed how Lumension added ebooks to their marketing mix , and this started my gears turning.

Jonathan Kantor: There are four things that clearly differentiate The White Paper Company from other white paper writers/marketers: An exclusive focus on white papers. As the number of short, all-text white papers proliferates across the web as a result of driving the cost downward, design will become a new strategic differentiator. will provide ways to generate clear market differentiation, more profitable white paper projects, and higher gross margins. What impact does this have on the readers of our white papers? Crafting White Paper 2.0 Jonathan Kantor. Stay tuned!
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This study tracks with Return Path’s Deliverability Benchmark Report on the first half of 2009, which is based on the data Return Path manages for ISPs and corporate system administrators. If you focus on the one factor that drives your email marketing success, you will then have a point of differentiation. This is one of a series of occasional interviews with top practitioners on topics of interest to B2B lead generation, marketing and new business development professionals. My guest today is Stephanie Miller , email expert and co-author of Sign me up! Yikes! Yes and yes.
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The New Importance of Data What we’re seeing in the above discussion is a shift away from batch communications that are not highly differentiated to true one-to-one personalization. Likewise, the understanding of market segments, buyer journeys, stages of a buying process, and what moves a buyer along their buying process still differentiate excellent marketers from merely good marketers. Consistently, the term “marketing automation” is applied to our industry. Let's look at why. The Changing Buyer First, let’s look at our buyers. The most critical factor is relevance.
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[2009, Differentiation] How to kill an online community in 10 easy steps

Just wait for people to post messages and then moderate them without endeavoring to engage people behind the scenes to help them post messages and participate. 5) Assume size is THE critical differentiator. There has been a lot of buzz lately about how many empty or failed online communities litter the web. As with any hype-cycle, people run out to get or make the latest thing - in this case a social network or community - and often don't think through what having one will be like. It's kind of like getting a puppy - exciting at first, but hard work thereafter!
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Let’s look at a few of the areas that differentiate a B2B buying process: Information Exchange In B2B marketing, you are often dealing with a buying organization that requires a significant amount of information during their buying process. Whereas in B2C marketing, there may be a husband and wife both involved in a buying decision, the unique roles that are played by B2B buyers allow very clear differentiation of buyer roles. What exactly defines Business to Business (B2B) Marketing? It’s worth exploring what B2B marketing entails.
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